Land Rover has been pretty innovative in the digital space recently, with projects such as interactive novel The Vanishing Game.
Now the same agency, Y&R New York, has created a mobile experience for the brand that makes creative use of Instagram's photo grid format, with users able to tap tiles to explore fictional adventure stories.
Two stories are available on Instagram. The first, @SolitudeInSawtooth, follows the outdoor journey of a young couple as they explore Sawtooth National Forest in Idaho. The second, @BrotherhoodOfWonderstone, follows two brothers on an expedition through Kanab, Utah.
In each story, landscape photos are stitched together to form day-into-night panoseries scenes (similar to panorama but with multiple photos represented). Users can tap tiles within each panoseries to view videos that progress the story and showcase technical off-roading knowledge -- like how to properly ford a river, and survival tips such as how to turn a leaf into a compass, hot to cure a headache or how to treat a wound in the wild. In both journeys there are hundreds of tiles to interact with, and 20-30 films per adventure.